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Often, people ask me whether copy will guarantee results. I’m always absolutely, definitely, unreservedly sure of the answer: maybe. Why? Quite simply, because there are so many variables. Let’s say I’m writing a sales letter. Its success depends on lots of things: Is it written in a language that appeals to the reader? Do we even know [...] …or why, in the end, it doesn’t really matter. Just choose it, use it and make it work. Often, I write for people who are just starting up a business. They need the works: web copy, sales letters, press releases, brochures. But before any of that, they have to make one crucial decision.What should they call [...] |
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